Water.org, founded by Gary White and Matt Damon, is an international nonprofit that has positively transformed more than 5 million lives around the world through access to safe water and sanitation.
Water.org was leveraging Google AdWords to drive awareness of its mission and increase charitable donations. Like many non-profits, Water.org has big goals for a small team, but could not focus resources on the program in order to spend the budgets at an efficient rate. That’s when PACIFIC came into the picture. Water.org knew PACIFIC could work independently to help them optimize AdWords and fill that gap in resources and expertise.
Working closely with Water.org, we identified some preliminary campaign goals:
- Get immediate results by fine-tuning the existing campaigns;
- Identify and target highly engaging terms to increase brand awareness, email subscriber generation, and, most importantly, donations.
We launched the campaign with a focus on three primary opportunities: growth, engagement, and conversions.
Prior to working with PACIFIC, Water.org struggled to hit daily budget caps. As our first priority, we restructured the account to meet the daily budgets at the most efficient cost per engagement. Within the first 30 days, through a combination of campaign expansion and ad copy testing, Water.org was 99.3% efficient at spending its monthly budget.
We arranged keywords into hyper-targeted Ad Groups, increased the ad copy relevancy for each search query, and laser-targeted the most relevant landing pages. Collectively, these optimizations gave Water.org the highest chances for converting visitors and increased click-thru rates by 222%.
Implementing conversion tracking was crucial to measuring Water.org’s success, so we optimized their tracking and measurement strategy. By analyzing the paid search data, we recognized the opportunity for new conversion points and content that ultimately led to 240% growth in donations. But that success isn’t the end of the story—we constantly look for new avenues of growth